%0 Journal Article
%T 网红微博营销对受众消费态度的影响路径及应对策略<br>An Empirical Analysis of the Impact of Taobao Internet Celebrities’ Weibo Marketing on Customers’ Attitude
%A 燕道成
%A 刘振
%A 王淼
%J 国际新闻界
%D 2018
%X 摘要 通过网络平台走红的草根偶像，在各自擅长的领域具有相当的影响力。其中，在淘 宝网开设了个人店铺的微博红人在流量变现经济模式中表现不凡。本研究以淘宝网红店 主为研究对象，以网络消费者行为分析模型“AISAS模型”以及ABC消费态度理论为理 论基础，构建微博营销影响因子对受众消费态度的影响模型。研究发现：内容相关性、 网红个人魅力、品牌影响力、互动和评论因子能够对消费者认知和情感态度产生正向影 响，并对购买意愿产生间接影响；与预期不同，有奖促销和互动性因子对消费者认知和 情感态度均无正向影响；剔除有奖促销和互动性因子的修正模型具有更优的理论解释 度。综合研究结果并针对网红的发展趋势，本研究提出红人品牌化、运营专业化、顾客 情感化、平台中心化四大方向的应对策略。<br>Those grass-root idols, who spurt into popularity on Internet, have a tremendous impact in the felds they are adept at. In particular, those Weibo celebrities who have their own Taobao shops emerge under the economic model of traffic monetization. Taking celebrities’ Taobao shops as the object of the research, based on online customers’ behavior analytic AISAS model as well as ABC consumption attitudinal theory, it establishes the model of Weibo influential elements on customers’ attitude. The empirical results are as follows. Elements such as content relevance, Internet celebrities’ charm, brand in?uence, interaction and commentary elements have a positive impact on consumers’ awareness and emotional attitude as well as have an indirect impact on buying intention. Differing from the hypotheses, award promotion and interaction elements have no positive impact on consumers’ awareness and emotional attitude. Therefore, the correcting model excluding the award promotion and interaction elements has a relatively better theoretical explanation. Generally speaking, as for the developing trend of Internet celebrities, the paper elaborates on four strategies i.e. celebrities brand-developing, operating professionalism, customers emotionalism and platforms centralism
%K 淘宝网红
%K 微博营销
%K 消费态度
%K 影响<br>Taobao celebrities
%K Weibo marketing
%K Consumption attitude
%K Impact
%U http://cjjc.ruc.edu.cn/CN/abstract/abstract804.shtml